• Author / Uploaded
• Phoebie Ann Samudio

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I. Situation Analysis A. External Analysis 

Competitive Analysis Hawk JanSport Overview: Hawk bags, Overview: JanSport, Inc., a brand that has long is the leading designer been recognized for and maker of backpacks, its craftsmanship and shoulder bags, luggage, quality. and laptop bags.

Case Logic Illustrazio Overview: Case Logic Overview: is a leading worldwide Carry Your Life marketer of lifestyle- Style! oriented products.

B. Internal Analysis Product 1. Variety in Sizes Backpacks should vary in sizes (small, medium, large) to be able to suit the school needs of the campus students. There are some who prefer to use smaller or even bigger sizes of bags depending upon the school activity. 2. Lighter Kind of Material/ Less Buckles The material used in the backpack should be lighter and softer as compared to other Hawk Backpacks used in hiking and other sports. The backpacks should not include a lot of buckles because it implies too much strength which makes it not suitable anymore for use in school. 4. Stylish yet sophisticated designs and styles Teenagers prefer designs that are stylish and are in trend. This includes backpacks with only one or two complementing colors that establish sophistication. Printed designs like animal print, vertical lines and the likes can also be used.

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Price The same pricing strategy as the former will be used since it is the best way to penetrate the market share of the competitors. Hawk backpacks range from 699 pesos to 2000 pesos. Place Since SM Malls are the primary distributor of Hawk backpacks, much emphasis will be put on department stores of Ayala Malls, Robinson’s Malls, and most especially to Hawk concept stores nationwide. Positioning Hawk exists to be the number 1 choice of campus students and the top-of-mind brand of backpacks, which provides sophisticated products with outstanding style, designed for durability, flexibility, and functionality at an affordable price. Problem: How do Hawk backpacks expand brand awareness through smart marketing strategies and power brand positioning and totally increase brand equity? Specific Objectives: 1. To establish brand awareness to students ages 13-19, in the Philippine Metropolitan Areas who are early adopters but are non-users of Hawk Backpacks. 2. To establish interest and attract students ages 13-19, in the Philippine Metropolitan Areas who are early adopters but are non-users of Hawk Backpacks. 3. To encourage purchase of Hawk Backpacks among students ages 13-19, in the Philippine Metropolitan Areas who are early adopters but are non-users of Hawk Backpacks. 4. To establish brand loyalty through customer retention.

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5. To totally increase brand equity of Hawk Backpacks among students ages 13-19, in the Philippine Metropolitan Areas who are early adopters and are already users of Hawk Backpacks.

C. SWOT Analysis

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II. Integrated IMC Recommendations 1.

IMC Strategies and Programs

Advertising 1. Television Ads/ Radio Ads A 25-seconder TV ad will be aired on the first six months of strategy execution. Networks like ABS-CBN, TV5, GMA 7, ETC, News TV 11, and Studio 23 are where the ad will be shown1. The radio ad for Hawk backpacks will also be placed on top rated radio programs admired by teenagers (See Exhibit 1). 2. Print Ads/ Transit Ad (Bus, MRT, and LRT) Billboards will be placed along EDSA and Taft Avenue where it can be exposed to a massive amount of college and even high school students. Other print ads will be placed on the façade of SM Malls in the metropolitan areas1. 3. Escalator Ads An escalator ad aims to advertise and showcase the different designs of Hawk bags available at all SM Department store and Ayala Mall. The backpack will be divided into two; the lower part of the backpack will be pasted on the base of the escalator while the upper part is the different designs of the Hawk backpack located in the steps. It guarantees longer exposure and can captivate audiences especially college students hanging out with their classmate or family1. Direct Marketing Hawk Backpacks shall give away discount coupons to students present at the College Day Events nationwide. Discount coupons can be presented to all leading

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department stores nationwide and Hawk Concept stores, valid from February to December 2014. Sales Promotion Hawk Backpacks shall tie up with National Bookstores nationwide and offer big chances of winning in “Buy a Book, Win a Bag” Promo. A purchase of any book in any participating branch of National Bookstore will give customers a chance to win a Hawk Backpack and a chance to be one of Hawk’s Teen Ambassadors. Promo shall run from June to October 2014. Public Relations Hawk’s commitment to deliver high quality products doesn’t stop inside its stores. Online public relations campaigns about Hawk’s dedication to excellence shall be written and posted on a variety online networking sites often visited by young people, such as Facebook, Twitter, Tumblr and Instagram. Events Marketing 

Hawk College Day This marketing event aims to reach the students of universities by inviting them

to an event sponsored by Hawk. College Days will held in chosen schools and universities nationwide starting February to March 2014. Hawk Backpacks can also set up their own bazaars within the venue. 

Official Sponsorship in the UAAP/ PRISAA and Cheer Dance Competitions Hawk shall be one of the sponsors of University Athletic Association of the

Philippines (UAAP)/ Private Schools Athletic Association (PRISAA). Sponsorship increases awareness and recall to the target segment2.

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